Mainstay Funds is breaking out a branding campaign in the first quarter of next year. Still secretive about the company's plans, Beverly Moore, managing director of marketing, gave tantalizing hints of what's ahead.

"It's going to be print and there's more to come," she said. "There are a lot of moving parts to it."

Does that mean a revamp of Mainstay's Web site? It's possible.

"Our web presence is very important to us," Moore told MutualFundWire. "Our view of the internet is that it has to be an integral part of our business."

The comprehensive media plan, which will continue throughout next year, will be aimed at financial intermediaries and consumers. Frierson Mee & Partners in New York, which has also put together a Charles Schwab print campaign, has been hired to handle the campaign.

Although reluctant to describe the campaign's focus, Moore spoke about Mainstay's even-keeled reputation, reflecting its own "lack of style drift" as well as the consumer perception of parent NY Life. With $20 billion in its retail and institutional funds, the company may well be seeking to reinforce this image as well as update it.

Moore, who recently came from Prudential Investments, was attracted by the new campaign. "The branding initiative is very exciting and is an opportunity to say what is great about NY Life," she said.

At Prudential, Moore acted as senior vice president of marketing for both investment management services and the Advisory Group. The positions have been absorbed as part of a reorganization. 

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